What are the values to consider when deciding the fate of a good email marketing campaign? Perhaps you need to acquire advice from online sites, about marketing automation and how to gently drip-feed emails into people’s inboxes to promote your business. Then there’s the question of what do you observe? Here are the best key performance indicators to do a timely job. It is always effective.
Are the best KPIs, an acronym for Key Performance Indicators, are a set of quantifiable measures that a company uses to evaluate its performance over time. These…to do email marketing? At first glance, in front of a careless eye, one could speak of conversions. A DEM campaign or newsletter works if sales, information requests, ileadOften translated as “contact”, a lead is an individual or company who has shown interest by sharing contact information, such as email address, telephone number …and potential customers. Sounds easy, right?
It doesn’t work that way, there is a problem: to improve a serious email marketing activity, you need to take a deep look at the various activities carried out by those who send messages via email.
That is to say one of the most intimate areas but, at the same time, effective in obtaining a clear response from the user. The e-mail message is effective, the mechanism is scalable, the results measurable with different methods. And then there are tools like Getresponse that give you a hand.
So you can work on a thousand details – from the length of the text to the presence or absence of images up to the optimization of the object.
But to get concrete results it is not enough to improvise or record the Insurance noon progress of sales: that is the result. The sale is the point of arrival.
You need to set up a series of KPIs to do email marketing properly. For example? Here’s what you need to know to get the best possible result from your winning email marketing campaign.
The Topic of the Post
- 1 Delivery rate (DR): does your message arrive?
- 2 Spam score, do messages become something else?
- 3 Open rate, the email open rate
- 4 Unsubscribe rate, the dropout rate
- 5 Click-through rate or email click-through rate
- 6 Click rate on the number of openings
- 7 Conversion rate and campaign ROI
- 8 Use your KPIs to do email marketing
Delivery rate (DR): does your message arrive?
Do you want to immediately start analyzing the aspects related to the copywriting of your newsletter and the structure of the contents? Wait, this is not the time.
First, you have to take into account that everything becomes useless if your business is stopped before it even reaches its destination.
It happens when there is no attention to the technical aspects and ignores, for example, the importance of an email marketing tool or the importance of a dedicated IP for email marketing.
A high delivery rate – which is also known as a bounce rate, the bounce of emails sent – can be caused by a list of contacts that are too old, with emails that do not exist. Or because you being considered spam because you don’t use a program with an SMTP server.
Or because you acted badly towards your addresses. The first tip to avoid this condition: use a professional email marketing program. And respect the privacy of your contacts, don’t get reported as spam.
This is concerning hard bounce, i.e. the bounce of emails with important causes. There is also a soft bounce that deals with temporary and surmountable aspects such as full inboxes. So make sure you always send content light, not too demanding for the user.
Spam score, do messages become something else?
A negative metric that you have to keep as low as possible and is recorded by the best email marketing programs. Messages can often be labeled as spam – is it because of the content?
Also. Maybe the object where you used words that refer to purchases, discounts, gifts. Or you can become spam due to an inconspicuous unsubscribe button, perhaps absent. The frequency of sending also turns you into junk mail. If you have a low spam score you are collecting a KPI to do email marketing in your favor.
Open rate, the email open rate
One of the first points to respect when deciding to observe the best KPIs for email marketing: understanding the open rate of messages sent. This is a decisive parameter to continue.
If people don’t even open the messages you send, there is an underlying problem and you can’t even play your cards.
You may have done a great job of storytelling and email marketing but it all goes up in smoke due to a low open rate (known as OR).
The open rate is also influenced by the object according to www.superoffice.com.
A frustrating condition that can be linked to several factors. The most serious: you have purchased the contacts or in any case, you have obtained them with unclear methods, without the consent of those directly involved. So when they see your communication coming, they send everything to the trash. Or in spam.
A similar result occurs for the sending rate: do you know what happens to those who overdo it? It is found in the trashed messages folder. At this point a decision must be made: how many newsletters to send in a month?
One a week is a good balance but you must always evaluate the KPI we have indicated. That is to say, the opening rate expressed with this formula: (N. openings / N. Emails to destination) * 100.
Warning: there is a more specific metric, namely the unique open rate (UOR). That is to say, the single opening made by one person.
Unsubscribe rate, the dropout rate
That’s right, this is a truly decisive KPI for doing email marketing. It can make a difference to have clear numbers in hand that allow you to understand how and why people are leaving your email marketing business. You thought you were doing everything right, didn’t you?
Too bad, there is always a good amount of subscribers leaving. Attention, is it some single contact? It doesn’t matter, it’s normal.
There is always a base dropout rate. Especially when you don’t make yourself heard for a long time, people forget about you and suddenly you appear out of nowhere. Better to keep a constant but continuous and minimally invasive rhythm. But make sure that it is not a contact hemorrhage to abandon your newsletter, if this happens you have to ask yourself a few questions.
Click-through rate or email click-through rate
For sure this is one of the best known and used KPIs for doing email marketing to find out if an email marketing campaign is working or not. The click-through rate or CTR Click Through Rate (acronym CTR) or click rate means the number of times users click on a link or banner ad, in …is the click-through rate compared to the emails sent and indicates how much interaction there was for a campaign.
In principle, here you can understand whether or not people have clicked on the invitation you left in terms of call to action Call to action (translation: call to action) or CTA is an instruction to the public aimed at provoking an immediate response. In this, an imperative verb such as … is usually used. And as you can see from this graphic, the percentages also vary by industry.
Also in this case we can talk about an even more precise metric, namely the unique click rate (UCR): the rate that indicates the percentage of the public who clicked at least once on a newsletter link.
To understand the difference between click-through rate and unique click rate, just compare the formulas to obtain the parameters.
- In the first case, we have (Number of clicks / Emails delivered) * 100.
- The second is like this: (Number of unique clicks / Emails arrived) * 100.
As you can well understand we are talking about a specific difference that takes as a reference not the general number of clicks made on a newsletter. But the particular event, namely the click of a person and not the sum of all interactions on buttons, buttons, or anchor text is the set of clickable words used in a link to link one web page to another. An example of anchor text The anchor text…
Click rate on the number of openings
This is a very precise metric because it tends to relate two already very refined elements, namely the number of unique clicks with single openings (unique click rate and unique open rate). Thanks to the formula (Unique Clicks / Unique Openings) * 100, you can get a precise parameter.
That is the percentage of people who, after opening the email, click on a link, on the banner ad, or web banner, is an advertisement displayed on a web page. The announcement consists of an image (.jpg, .png, .gif) or an object …or on a button within the message you sent. In this way, conversion web marketing, conversion means when a user takes a specific – measurable – action that is important to your business.
Examples are access to the site, the visit of … is ROI. The ROI (Return Of Investment, “return on investment”) is the income generated by a given investment, less the cost of the investment itself. ROI is typically the measure … they are clearer aspects.
If a user has viewed the advertisement and clicks on it several times, the CTR increases (even if the clickers have not increased), while the CTOR remains unchanged.
We can consider the CTOR more reliable than the other metrics because, as Wikipedia suggests, redundancies of action are not considered. This applies to both clicks and openings of the various emails sent.
Campaign conversion rate and ROI
Okay, we’ve come to the most important point, the one I mentioned at the beginning of the article. By measuring the percentages of clicks on the various links and the actions taken, we can understand if an email works or not and if a newsletter campaign can go on or not.
But be careful: now we are in the field of off-mail KPIs. That is to say out of the e-mail, then linked to the website or the landing page (translation: landing page) means a page specially created to convert site visitors into leads (contacts) or customers, often after having … on which you land the people who follow you.
With a good integration of Google Analytics goals you can come to this conclusion: does email marketing work for me?
The operation is this (People who acted / Email arrived at destination) * 100. Obviously, by action, we mean different alternatives, such as filling out a form or purchasing a product.
Or maybe sending a message to ask for advice. All of this is tracked by Google’s goals Analytics, or web analytics is the measurement, collection, analysis, and reporting of web data for understanding and optimizing the use of the web. When… Which allows you to obtain precise numbers to monitor ROI.
Use your KPIs for email marketing
As you can understand, it is not easy to work without a rudder. And this is what those who ignore the importance of KPIs do for email marketing. This also means sending effective company newsletters or preparing a DEM.
There are also I funnel Funnel (also known as a sales funnel or marketing funnel) is the process by which companies guide customers in purchasing products. The…which depend on programs like Mailchimp and Send In Blue. What do you do in these cases?
L ‘ email marketing automation – sending coupons to of the member birthday reminder to make a cross and upselling with the’ e-commerce – can be put into practice without a stable base and net of a careful study of the best key performance indicators?
No, and I hope you’re not thinking about making this choice, seriously. Choose your KPIs well for email marketing, don’t let improvisation choose the right path for your next mailing. And if you want some information let’s talk together in the comments.
